estee lauder has counterin 32 chinese cities, anduring the economic downturcarol shen sa the company is shifting strategies from rther expansion to penetration. >> in the next 12 to 18 nths we are going to go dper in the cities we are alreadpresent in, ther than openinin a lot more new cities. >> reporter: t company will heighten brand awarenesshrough advertising and protions. but carol shen ss estee lauder will maintain s one brand, one world philosophy. >> we beeve our products are safe, high performance, but the same time theyave aspitional qualities and we nt to keep that aspirational quity and we don't believe at will change from market t market. >> reporter: ipiration may be wh draws women to mary kay. the company gives national ses directors a stylish, orang suit, and top sas earners like mei gu get pink cadillac. paul m says the company's message of female emwerment appeals to womenn china, and mary kay will contue its expansion despite the ecomic downturn. i think as the china market contues to grow, the second and thirand fourth tier cities, more and morpeople will be a pa